enter: new media

Fan Exclusive Video – LIVE and only on Facebook.

What’s it like to walk the red carpet? How will you handle the rush of paparazzi fighting for the perfect shot of you from every direction? Can you keep your composure as you stride right past the hottest international models, Hollywood A-listers, legendary artists, New York social elites, and even Donatella Versace herself? Thousands of Versace Facebook Fans had the chance to find out via an exclusive live broadcast from the Red Carpet at the Whitney Gala & Studio Party to support Art Unites. Yet another exclusive perk of being a fan of Versace’s official Facebook page.  Check out more images from the red carpet, or watch it on demand.

Versace knows how to launch a twitter profile! Within hours of debuting their first official Twitter presence, we were on the ground live tweeting from their 5th Ave boutique partying it up on Fashion Night Out (#FNO). Tweets never looked hotter as we caught supermodels Chanel Iman and Hana Soukupova posing for a packed house.

Social media is a great fit for brands looking to building longer-term success across a range of promotions all based on building and nurturing online relationships. But what about a situation where you are starting from scratch and only have a tiny time frame to create big results?

This is just the type of challenge we faced when Coke joined forces with MTV to launch a three-week search to find one lucky fan to work with the MTV News crew at the 2009 MTV Movie Awards. Our team leveraged four keys to successfully drive activation in such a short time frame.

1. Be Creative – One of the first steps is to narrow your focus to identify relevant people to target – but don’t limit yourself to the obvious. We knew the top fans of movies, music, and celebrities would be interested, but our team also decided to go after journalism and entertainment job seekers. Unconventional, but it worked!

2. Know Where To Go – Do your homework to find out where they hang out online to develop a multi-pronged plan of attack. Like all of our activation campaigns, The Coke/MTV project began with a full landscaping exercise to narrow down where we should spend our limited time to maximize our results.

3. Track and Optimize – A tight time frame is no excuse to drop best practices like tracking. This campaign covered a wide range of platforms, including blogs, online publications, message boards, job posting sites- and we planned to leverage an array of targeted strategies: Blogger outreach, Twitter account development, dedicated MySpace page, Facebook outreach, and message board outreach/placement. The real time data we received in terms of where our conversions were coming from was critical for us to quickly focus more and more attention on the platforms and communities that were driving the most success for us.

4. Don’t Be Afraid of Hard Work – Despite having the best tools and a solid plan, online activation simply takes a lot of work. You have to have a smart team that is willing to roll up their sleeves and put in the effort needed to get the word out to the right people in the right way. The result of all this effort? The Movie Awards Insider promotion was a great success, with our team exceeding the client’s expectations driving thousands of applications.

Find our more about this promotion, or how we can help support your next promotion, please contact Emily Sobol.

On Valentine’s Day the enter team showed some love to Giftybox with a placement on NBC Today Show’s “Valentine’s Day Gifts for under $50” segment! Giftybox’s Classes package was the star of the show -after all, who doesn’t want to be sent on a tango, salsa, dog training, martial arts, yoga, knitting, jewelry making, photography, music, painting class experience?

Karl Karaoke - Hot!

What do Karl Lagerfeld, Karaoke and (our client) Giftybox all have in common? They were all a part of last week’s reader Photoshop challenge on Racked.com. This popular shopping blog ran a Karl Lagerfeld Photoshop contest featuring two GiftyBox products as the big prize.

According to the blog, the contest got “completely out of hand”. There is Karl clipping his toenails in front of his cabin. Karl shoveling snow in Vermont. Karl fishing, riding the subway…and my personal favorite Karl hot tubbing with the chicks from the Girls Gone Wild. Go Karl Go Karl Go.

It’s a tradition as old as Amazon. The Monday after Thanksgiving is the biggest online shopping day of the Year.

So how can your PR team help you maximize your results on the big day? What id we turned “the big day” into “the big week?” For client GiftyBox, we helped turned Ctber Monday into Cyber Week with new placements and  promotions hitting online gift guides, blogs, and sites every day. We didn’t stop there. The hits keep coming as we make our big punch to get the word out about the coolest experiential gift idea available- www.giftybox.com

Michele Trachtenberg

The stars seem to be lining up for WeightView. Perfectly timed with the soft-launch of WeightView’s new Facebook application, enter’s communications team snagged a choice placement in this celebrity weekly featuring our client and the new FB application. Combined with the grass roots buzz and blog placements our team arranged, Life&Style’s coverage drove a flood of over 1,500 organic app installs within three days of the issue hitting the street.